Integrating Supply Chain Management and Marketing Strategies for Competitive Advantage in the Digital Economy

Abstract

The digital economy is driving firms to improve competitiveness by integrating supply chain management with marketing. Many organizations still operate these functions on separate systems, which introduces inefficiencies, slows responses, and obscures potential synergies. This study examines the association between digital SCM marketing integration and operational and customer outcomes using a mixed-methods design. A cross-sector survey of 250 professionals from manufacturing, retail, and service sectors was analysed in SPSS 26, and 10 in-depth managerial interviews were thematically analysed to identify enabling practices and outcomes. Overall, 69 percent of organizations reporting successful integration also reported approximately 25 percent higher operational efficiency and 27 percent higher customer satisfaction compared with lower integration peers. Integration showed a strong positive correlation with competitive advantage (r = 0.74, p = 0.01). Interview insights converged on three enablers: AI-driven forecasting, real-time data sharing, and collaborative digital platforms that connect planning and market execution. These tools were consistently linked with better demand sensing, improved inventory management, and tighter alignment between supply decisions and marketing needs. The findings suggest that digital integration of SCM and marketing is associated with superior efficiency, faster fulfillment, and enhanced customer satisfaction, offering practical guidance on leadership commitment, interoperable data infrastructure, and governance routines that sustain cross functional collaboration.